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 Verfasst am: 27.03.2019, 08:41 Titel:
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How do you cultivate a “cool” brand when nobody cares about your product? As sneaker brands try to Adidas Superstar Dames elbow their way into a market Nike Roshe Run Womens dominated by Nike, Nike Air Max 270 Dames some suspect the answer is to get people to resell your shoes, even though that doesn’t directly earn the shoe-makers a single cent. You see, this lucrative industry relies on buzz to get consumers lusting after their product—a thriving Nike Air Vapormax Womensresale market Adidas Superstar Femme is not a scourge, but rather an organic marketing engine, powered by sneaker collectors and those who gather up the shoes just to flip them for a big profit. (For a relatively recent example recall the Yeezy 350 Boost, those sock-like shoes that sold for $200, got scooped up by sneaker heads and resellers and, once scarce, started selling for over $1000.)A report in Racked details how brands like Diadora and Saucony have benefited from an indirect sales strategy: by creating small, sought-after, limited-edition collaborations with fancy Nike Air Max 2017 Womens www.verdeypaisaje.es sneaker boutiques that cater to obsessives;
Presumably what follows is this: the boutiques will want to carry more of the brand (including the less pricey offerings), competing stores then follow suit, and consumers who can’t afford the top-shelf stuff but still want to feel part Nike Air Max 90 Femme of the brand opt Nike Air Huarache Dam for the down-market shoes at terrestrial prices. While selling out a small luxury line of sneakers won’t significantly affect the sneaker company’s profits, it sets off a chain of selling and reselling that stokes the precious flames of hype under the brand itself, Nike Air Pegasus 83 Dam driving sales on down-market shoes, and even emboldening the company to price future lines more aggressively.Adidas has benefited the most from this model with their outrageously sold-and-resold Yeezy line and are expected by some analysts to chip away at Nike’s domination Nike Air Max 97 Femme of the resale market—although Nike shoes filled 96% of that market back in 2014, Adidas is expected to notch 3Adidas Superstar Mujer 0% this year.
The noticeable exception to this model appears to be Under Armour, which prefers courting celebrity www.jonhaylett.co.uk endorsements over colluding with chic boutiques. Under Nike Internationalist Femme Armour stumbled into a Nike Air Max 1 Womens potential goldmine with Steph Curry—an endorsement Nike notoriously lost out on after a sloppy pitch meeting where they mispronounced the man’s name and left Kevin Durant’s name in the slideshow presentation. Steph’s ascension has spontaneously ratcheted up the Nike Air VaporMax Femme desirability of their shoes. Even absent the aesthetic sensibility and unnerving marketing savvy of Nike, some suspect Under Armour—which recently passed Adidas as the second-largest sportswear vendor in the U.S.—can compete with the industry’s obvious titan. Still, it’s difficult Adidas NMD Mujer to imagine anyone accruing hordes of sneaker disciples the way Jordan did, and some wonder if any single celebrity can fill the void he’ll leave after his relevance Nike Air Max 90 Mens fades: |
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